By themselves, they're just small moments in and around beer. Together, they're the culture we love.

b-roll no. 31

January 16, 2014

I used to work with Caterpillar back in the day, and one thing that always stuck in my mind was when a guy on the assembly floor once told me "the quality of our gear is the way the company shows us love and respect for what we do."

I see that same sentiment in breweries across America every day. Guys and gals are sporting cooler and more functional gear than ever before. It's part work-a-day, and part self-expression. Here, a Cigar City employee shows off his new waterproof short waders, and a company 3-wheel bike, as though needlessly bragging about the Tampa weather and all the goddamn fun he's having making beer.